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赫拉克勒斯-阿尔梅勒是一家荷兰职业足球俱乐部，总部设在阿尔梅勒。赫拉克勒斯成立于 1903 年，目前在荷兰第二级别联赛中竞争，并正在为重返荷兰最高级别联赛 "De Eredivisie "而奋斗。主场可容纳 12,080 名球迷，其中包括 500 个客队球迷席位和 1,700 个商务席位。Heracles Almelo（与 Adwise 合作）自 2022 年夏季以来一直使用 MessageBird 开发互动营销campaigns ，并迅速扩大了平台的使用范围，以推出新的channels 、建立球迷数据库并使用 WhatsApp、语音和自动化提高参与度。

挑战

Heracles Almelo 一直在寻找与球迷互动的新方式，以促进季票和单场门票的销售。该俱乐部传统上使用电子邮件和社交媒体与球迷联系，但为了激发更多的热情，他们希望在更多channels 上与新老球迷交流。随着整个球迷体验向移动端转移，他们必须更新客户数据库，提供更多有关首选对话和个人channels （如 WhatsApp 和 语音）的信息。

Heracles Almelo 的最终目标是通过多个channels 增加与客户的互动，以促进门票销售。在实现这一目标的过程中，他们面临着一些关键挑战：

• 低选择率。 While opt-in rates for email were good, in order to reach fans on new conversational channels, Heracles needed to build their database of opted-in fans.

• channels 的数量： Seasonal ticket renewals were critical to Heracles and they wanted to expand their channels beyond email. Heracles' goal was to convert at least the existing 6,400 fans into season ticket holders by using an omnichannel strategy.

• 改进渠道偏好数据。 Heracles knew there was potential to reach their fans on new channels, but had limited data to tell them what channels would perform best with their audience.

解决方案

Heracles partnered with Adwise, a full-service digital agency, who recommended Bird, a global leader in omnichannel communications, to craft the vision for fan engagement and multichannel campaigns. Bird and Adwise recommended that Heracles use WhatsApp and 语音 for fan engagement campaigns to deliver hyper-personalized and engaging messages from players on conversational channels that have high usage and open rates with Heracles’ fan base.

Adwise and Bird worked together to implement Bird’s automation solution, 流程建设者, Inbox, and two-way WhatsApp, and Voice channels to build a new communication strategy for Heracles.‍

用玩家的声音自动进行语音通话

Heracles used Bird’s Voice channel and built customer engagement journeys using 流程建设者,  to send supporters an automated telephone call from one of their favorite Heracles football players thanking them for their season ticket renewal and support. MessageBird’s Voice API allowed Heracles to make, receive, and monitor voice calls from a Bird voice-enabled virtual mobile number, to and from any country around the world. Using Bird’s voice automation meant that the club no longer had to manually call customers, instead they could spend time optimizing their campaigns and tracking engagement.

通过WhatsApp分享互动和个性化的粉丝内容

It was important for Heracles to reach fans on the highest performing channels. On average, WhatsApp has a 75% read rate and 15% click-through rate - which meant that Heracles could increase real-time fan engagement by communicating on the platform their fans use most.  Bird’s WhatsApp API helped Heracles send campaigns at scale with interactive content like personalized messages and videos from players. Fans were encouraged to forward the message to their friends on WhatsApp, which helped the campaign go viral beyond the initial target audience.

提高粉丝参与度

Heracles wanted to create social buzz with their messaging, and while they had a sound email open rate (+10% above the industry average), it wasn’t generating real-time excitement among their fan base. Using conversational channels like WhatsApp and Voice meant the club could be more effective at reaching fans, creating buzz and getting fans to opt-in through marketing that felt more personal. Using the voice of players made the campaign personal and interactive which created hype that spread across social media as fans commented ‘who called you?’ These replies helped the club better understand the engagement of the campaign and interest in real-time.‍

↪Lo_Cf_200D↩结果

Heracles Almelo、Adwise 和Bird 之间的紧密合作使该俱乐部能够快速、轻松地建立campaigns ，在channels 上实现粉丝转化。推出 WhatsApp 和 Voice 作为额外的球迷交流channels ，帮助赫拉克勒斯扩大了球迷群体覆盖面、选择覆盖率，并吸引了更多受众。使用 WhatsApp 并添加视频和球员个性化信息等互动内容，鼓励球迷与品牌进行更多互动，从而增加了球迷续订季票或升级座位的人数。目前，赫拉克勒斯队的季票销售额正在创历史新高。

• 超过3,000个新的选择加入. Combining social, email, and WhatsApp to drive opt-ins meant Heracles could increase their database with rich first-party data which went beyond email - giving the team the ability to message on mobile channels like WhatsApp and Voice.

• WhatsApp上的打开率为98%。 Connecting with users on their preferred channels meant an increased ROI from each campaign.

• +50%的球迷回答了自动播放的电话。 Fans loved hearing from players and excitement over player calls carried over into more engagement on WhatsApp and social media.  ‍To learn more about what's possible with Bird, and to see how we’ve helped other organizations, check out our 客户故事 page.